Serena Ferrari

Project Manager | Digital events strategist | AR evangelist

WELCOME TO MY ONLINE CV

Thank you for viewing my website. I am a qualified digital events strategist and project manager. In this page, you can read about my core competences, my approach to event planning and to digital media. 

In the “Gallery” section, you can watch videos and images of selected works. Don’t forget to download my free guide “Augmented Reality for live and virtual events and exhibitions" -  it’s packed with information and inspirational ideas. 

Again, thank you for taking the time to explore my website. I hope you enjoy it!

 ABOUT ME..

I am a bilingual event professional with over ten years of experience within the Event Industry in the UK, and overseas. I have a wide-ranging experience in B2B conferences, exhibitions and trade shows as well as being involved in highly creative multi-media events and digital solutions. I have been awarded Digital Event Strategist Certification by PCMA and most recently I have completed a Masters in Event Management at Leeds Beckett University with a research focusing on the evolution of the event design concept and the use of Augmented and Virtual Reality Technology to engage the audience. 

As an Italian native and British citizen, I currently reside in the UK, with my beautiful Persian cat, Falkon. Should you wish to read my eBook "Augmented and Virtual Reality Technology for events and exhibitions" please  download the file, and don't miss to explore my Blog site https://www.digitaleventsblog.com


KEY SKILLS

 Project Management | Digital & Hybrid events |  Digital Media & Literacy | Team Management  |  Relationship Management  | UX experience    | Graphic Design   |  AR/VR projects  | 

STRATEGIC EVENT PLANNING

Before planning, I undertake pre-event research to define the goals of an event and formulate viable options. First, I analyse past data and assess the external environment and internal competitive advantages.
I then profile the target audience and benchmark competitors. Once I have established clear objectives, I review the engagement strategy and technology requirements. Finally, I look for potential additional revenue streams and ways to monetise the digital or hybrid event. I then produce a document for the client which briefly summarises the outcomes in the form of a Project Charter or a Business Plan.

HOW I CREATE AN INTEGRATED EVENT EXPERIENCE

I start the process by aligning business goals to the objectives of an event and planning with the end in mind, envisioning what I want the target audience to have achieved once the experience is over. I then look at what types of content appeals to the segments of participants in a virtual environment, and on social media. If the initial research has been completed accurately, mapping the customer journey for the online/ offline experience becomes a creative exercise. The virtual event, for example, can take the shape of a multi-hub interactive event, a podcast, a virtual exhibition, an online webinar, a hybrid conference, or a mix of multiple formats. The opportunities are endless.

MY GOLDEN RULE IS TO NEVER OVERLOOK DATA ANALYSIS

One of the most ground-breaking benefits that digital events can offer is the significant amount of data and insights on attendees’ behaviour. While web analytics focus on static measures, digital events can move up the value chain. For example, I can track what catches attendees' attention, or who has visited sponsors' banners  or exhibitors' booths, or clicked to a document or adv. The rich data can help me to better understand the target audience and collect invaluable insights to measure what content has been consumed and assess ROI and ROO.

 INTEGRATING ON-LINE AND OFF-LINE EVENT EXPERIENCES.

Digital & hybrid events, and content marketing are intertwined. Digital events allow to build a content strategy that fuels inbound marketing, while online events in return foster the creation of like-minded communities. Integrating digital media and hybrid/virtual events can boost audience engagement,  nurture sales leads and connect with prospects worldwide.

THE MANY OPPORTUNITIES OFFERED BY DIGITAL EVENTS

Virtual presentations offer a myriad of opportunities compared to in-person presentations. At virtual events it is possible to support the verbal delivery of information with videos, graphic animation, audio, text, and even Augmented Reality.
Furthermore, virtual platforms can provide many interactive tools such as gamification, live Q&A, chats, simultaneous translation, channels for private chats to engage in one-to-one, one-to-many or many-to-many conversations. 

TRANSFORMING AN EVENT INTO AN ONLINE EXPERIENCE

To transform an event into an online experience you must rely on experienced digital suppliers. When it comes to choosing the right one, I recommend selecting a company with a streaming production background. They know the many implications of online streaming, content creation & capture, platform matchmaking, and platform configuration. Making the right choice is the key to deliver a memorable online experience.


EVENT PORTFOLIO

Click on the image to go to "Gallery"
Click on the image to go to "Gallery"
Click on the image to go to "Gallery"
Click on the image to go to "Gallery"
Click on the image to go to "Gallery"
Click on the image to go to "Gallery"

QUALIFICATIONS

DIGITAL EVENT STRATEGIST, DES

This certificate was issued by the Digital Experience Institute, part of the American Professional Conference Meeting Association (PCMA), www.pcma.org

MASTER'S DEGREE IN EVENTS MANAGEMENT, MSc 

The Leeds Beckett University master’s degree comprised six modules and master's project research. Creativity & Innovation, Strategic Management, Human Resources, Operation & Quality Management, Experiential Marketing, Business Research Methodology.


PUBLICATIONS

In addition to being the author of the guide “Augmented Reality for live and virtual event and exhibitions”, I have conducted academic research on the value of AR/VR, and also created a Blog to post my inspirations, and resources that I hope others find interesting.

Click to download the first AR guide for events The free eBook is packed with information and tips on how to design engaging events with AR.
Click to go to the "Digital Events Blog" website A special thanks to Rev. Ruth Dowson , UK Centre for Events Management, for her support.

MY BLOG SITE

The blog site is about digital event technologies and multimedia events. It also includes my academic research on the added value of Augmented Reality at events.